AUDEMARS PIGUET

Laura Venti | Creative Director

Mini Yet Mighty:

Audemars Piguet's Royal Oak Mini takes centre stage

Audemars Piguet celebrated precision and elegance with the Australian launch of the Royal Oak Mini. Paying tribute to the smallest Royal Oak from 1997, the 23mm masterpiece in white, yellow, and pink Frosted Gold featured the iconic 'Petite Tapisserie' dial.

Under the theme "Mini Yet Mighty," the campaign combined elegant visuals with playful storytelling, showcased in Fin! Magazine’s Summer edition and on SMH.com.au.

This campaign reinforced the Royal Oak Mini’s status as a symbol of timeless sophistication and modern elegance for style-conscious audiences.

The Brief

Audemars Piguet tasked us with crafting a local campaign to celebrate the launch of the Royal Oak Mini, the smallest Royal Oak ever produced. The objective was to highlight the craftsmanship, elegance, and innovation of the 23mm watch through the theme “Mini Yet Mighty.” The campaign aimed to generate awareness across print targeting Fin! Magazine readers and SMH.com.au audiences.

The Solution

The campaign embraced the concept of "Mini Yet Mighty," celebrating the sophistication of the Audemars Piguet Royal Oak Mini. Strategic shadows and macro lenses enhanced the watch's presence, showcasing a striking silhouette that belied its size. The studio setup utilised white and gold tones, complementing the rose gold, yellow gold, and white gold variations.

Specialised lighting optimised illumination, highlighting metallic textures and intricate details while avoiding glare on the watch face.

The visuals featured in a double-page spread for Fin! Magazine’s Summer edition and a digital counterpart on SMH.com.au, ensuring a cohesive and elegant presentation.

My Role

Shaped the campaign narrative and visuals to align with Audemars Piguet’s “Mini Yet Mighty” theme.

Oversaw the product photoshoot, ensuring precision and elegance in every detail.

Created cohesive assets for both print and digital platforms.

Ensured all creative elements adhered to Audemars Piguet’s luxury brand guidelines.

This campaign celebrated the Royal Oak Mini’s craftsmanship and timeless design, reinforcing its status as a modern icon of elegance and innovation.